Research Methodology and Theories:

Conceiving is the stage at which the designer/craftperson defines the customer needs; considering technology, enterprise strategy and regulations; and developing conceptual, technical, and business plans.

Borrowing actions from Industrial Design, how can we propel the opportunities of entrepreneurship and crafts education into a Craft Business Model?

The following Visual Language Session has been provided by Chad Lockart, Senior Lead Designer of Trek.
Trek ID
Visual Language Session
C. Lockart
  • Visual Language definition/overview
  • Importance to Trek Bicycle Corporation
  • History of Visual Language
  • Mechnics of Visual Language
  • Conclusion/summary

Values Session (all group)
  • Brainstorm/Discussion of essential beliefs on which company is based (trek corp)
    • If financials or others(speed to market, etc) drive- ask what does trek need to be like in order to deliver them
  • Pair down beliefs to 3-4 words that convey the ‘feel’ of the organization (core values)
  • Brainstorm/Discussion of essential qualities by brand
    • open session on all brands to create vocab bank
    • specific session by brand
      • generate more
      • sort all words to specific brand
      • question are these values by brand different enough…do they need to be?
  • Quick discussion of future values
    • what do the brands want to move towards?

Vision Session (break out by brand)
  • General & specific value bank
    • discussion-will these take us where we want to go?
  • Pair down list to 3-4 words (drivers)
    • convey the feel of the brand
    • what the brand needs to project
    • where the brand needs to be
  • Create vision statement for the specific brand

Translation Session (break out by brand)
  • Review 3-4 word drivers plus vision statement
  • Context
    • announce next step and process
    • group introduced to image bank on white tables 100-200images
  • Image reduction (make the voice clear)
    • Remove all images that do not Evoke ALL desired qualities together.
    • Separate images that greatly evoke the qualities
    • Identify drivers (distinct voices or rudders)
    • Identify-mount to wall (under the 3-4 values) the 10-15 distinct voices
      • including at least two people images and two products
  • Conclusion
    • Ask group, “are you happy your brand feels this way?”

Session Conclusion (regroup/all group)
  • Mount Brand values/images side by side
  • Review for entire group
o no discussion during
  • Question
    • Are these voices distinct enough from one another to differentiate the brands?
    • Capture feedback
      • do not add or reorganize any images
      • details and revisions to be completed by design----


Conceiving: Framework for Development

1.Defining Project Goals
  • Market Needs
  • Opportunities derived from new technology or latest trends
  • Factors that define Context. 1. Ethical, social, environmental, legal, regulatory influences. 2. Benchmarking and References 3. Variables of Change

2. Defining Function, Concept and Architecture
  • Appropriate level of technology
  • High level form and structure
  • Deconstruction of form into elements: assignment of function to elements: definition of interface/components of concept
  • System Concepts

3. Modeling (sketching) of System and Variations
  • Iterations of Concept
  • Concept of Implementations and Operation
  • Context Story Boarding

4. Development of Project Management
  • Project control for cost, performance and schedule
  • Configuration management and configuration
  • Estimation and allocation of resources
  • Risks and alternatives
  • Possible development process improvements

Links to content:
Case Study of a Cross-cultural Product Design Model
Story Boarding
Market Research Process

Tools of Research for Design